We came up with a story about an entire family, so that these different roles all had parts in the overall brand story, yet individual characters could be developed or expanded in the future. The "City Camping Experience" highlights the unique characteristics of the customer’s product and services where travelers can not only enjoy time alone in the individual capsules, but also can experience the fun of outdoor camping through the group living conditions. We also create the active lifestyle of the HeyBear family that can be found in every corner of the hotel.